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1 BY: SUMEET PATEL
CASE STUDY ON
4 P’S OF
“NOKIA”

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2 BY: SUMEET PATEL
ABOUT NOKIA COMPANY
 Nokia is world's second-largest mobile phone maker in terms of unit sales
(after Samsung), with a global market share of 18.0% in the fourth
quarter of that year. Now, Nokia only has a 3% market share in
Smartphone.
 It is the world's 274th-largest company measured by 2013 revenues
according to the Fortune Global 500. Nokia was the world's largest
vendor of mobile phones from 1998 to 2012.
 Nokia entered the Indian market in 1994. The first ever GSM call in India
was made on a Nokia2110 mobile phone on its own network in 1995.
 The tariffs levied on importing mobile phones were as high as 27%,
usage charges were at Rs.16 per minute and, at these high rates,
consumers did not take to mobile phones.
 Nokia also had to face tough competition from other powerful global
players like Motorola, Sony, Siemens and Ericsson.
 MARKETING MIX
 In order to understand which strategy Nokia has used to achieve its
objectives of regaining lost ground in the Smartphone market, we will
look at the marketing mix of the company.
 As marketing strategy shapes the marketing mix for the products, the
marketing mix will point to the strategic choice of the company.
 The marketing mix is a synonym for 4ps, which is constructed of the four
most important components of every product’s strategy - Product, Price,
Promotion and Place.

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3 BY: SUMEET PATEL
MARKETING MIX: 4 P’S OF NOKIA
1. PRODUCT
 Nokia’s products vary a lot because the
company has a number of series of
Smartphone such as Nokia Lumia, Nokia
Asha, as well as feature phone series.
 Product design also varies; the company
has touch screen products, classic button
phones, as well as slide sets. Nokia’s
products have some great features that vary from product to product.
Nokia is known for great quality of its devices, and often offers
technologically advanced cameras and great maps for its smart phones.
 Lumia 925 has seen great interest in the Smartphone market in India.
 Beside mobiles nokia also produces Mobile computers, tablet.Also Nokia
provides services such as Maps and navigation, music, messaging and
media Software solutions.

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4 BY: SUMEET PATEL
2. PRICE
 The prices of the Smartphone series vary between Rs 5000
and Rs39000. There is high price variability of the products,
so that the prices meet every social class needs.
 Nokia has below 5000/- range mobile also. Moreover
 Its services such as Nokia Maps (now know as HERE maps), Nokia drive
(now know as HERE drive) etc are free of charge.
3. PLACE
 Nokia is getting its products to the market through distributors. It
mainly sells its Smartphone and feature phones through Mobile
operators and retailers, which is common for the industry.
 The company does not own shops in most of the part of country.
 According to the marketing mix analysis for Nokia, the company
mainly focuses on productcomponentof the marketing mix.
 It is even impossible to assess the decisions regarding the new series
Nokia Lumia.

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5 BY: SUMEET PATEL
4. PROMOTION
 Promotion of nokia products to various target audiences is a vital part of
the management function.
 Nokia uses following promotion ways...
 Television
 The print media
 Posters
 Internet
 Hoardings
 Sponsorsofvarious events and many more...
5. CONCLUSION
 Nokia’s mission is to regain its leadership position in the smartphone
market.
 No matter the reason or the season, Nokia focus on giving their customer
the best productfrom their side.